Horlicks brings in emotional nutrition to beat exam stress among students

Keeping pace with the exam stress, Horlicks has unveiled its latest campaign, titled ‘Fearless Kota’, crafted by FCB Ulka. 

Kota is the biggest hub of coaching centers for India’s toughest entrance examinations. Every year, over 1.5 lakh students arrive in Kota, leaving their homes, in the hope that with expert guidance and sustained hard work they will be able to crack these exams. 

With heavy financial investments and pain of leaving family behind, children often find themselves in a stressful environment where there is competition all around and getting a good rank is all that matters in the world. This stress leads to phobia of exams, fear of failure and ultimately depression. In some cases, it forces children to take extreme measures to end their lives. Over the years, the toll of students committing suicide has been on a rise. 

To do well in exams, students must study in a stress-free environment without the fear of failure. This enables them to face the exams fearlessly. 

As part of the campaign, Horlicks got two busloads of mothers to Kota to provide some much needed emotional support and home-cooked food for their children preparing for various entrance exams at the coaching institutes dotting the city. 

Watch the film:
https://www.youtube.com/watch?v=0azhsVWu8uo&feature=youtu.be

Commenting on the campaign, Swati Bhattacharya, CCO, FCB Ulka, said, “It’s like Mother Teresa said: ‘The hunger for love is much more difficult to remove than the hunger for bread’. Students in Kota have access to the best faculty and world class facilities, but they’re missing a fundamental need that is as biological as the need for vitamins. We’ve termed this ‘emotional nutrition’, and Fearless Kota is our way of showing its power.” 

Campaign Credits: 

Client: GSK

Brand: Horlicks

Creative Agency: FCB Ulka

CCO: Swati Bhattacharya

Creative Team: Abhijeet Ray, Gayatri Sriram, Shailesh Khandeparkar

Account Management: Debarpita Banerjee Jyotsana Singh Kaushik, Yaman Gogia, Vishakha Khattri

Director (of the TVC): Dhruv Grover

Exécutive Producer: Aanchal Bhargava, Anshul Jain

Production House: Onions Creative Media

Read More:

https://www.adgully.com/search/?keyword=fcb-ulka

https://www.adgully.com/fcb-ulka-ropes-in-shalini-rao-to-lead-strategic-planning-for-horlicks-75489.html

https://www.adgully.com/hamdard-assigns-creative-mandate-for-key-brands-to-fcb-ulka-74969.html